Know your audience minicast
Podcast S1. Episode 1: What is audience first marketing?
What is audience-first marketing? Welcome to 'Know your audience' in this mini-cast, each episode is only ten minutes. We dissect the concept of audience-first and what it means to be truly audience first. Your hosts, Dr. James Piecowye and Paul Kelly take you on a...
Podcast S1. Episode 2: Why aren’t brands evolving with their audiences?
Why aren't brands evolving? Audience-first marketing is about knowing who you're talking with better than they know themselves. Dr James Piecowye and Paul Kelly take you on a bite-sized (each episode is about ten minutes) journey through what it takes to harness...
Podcast S1. Episode 3: How do we measure audience?
How do we measure audience? Social media changed the communication landscape more drastically in the digital era than any other medium. With the very sudden evolution of communication power from; a one-way brand story, to a two-way discussion between brands and...
Podcast S1. Episode 4: What do social media metrics tell us?
What do social media metrics tell us? With measurement being defined by the platforms that sell us the real estate, it is becoming increasingly difficult to find commonality within metrics. Naming conventions are being misrepresented with newer formats replacing...
Podcast S1. Episode 5: Influence
Know your audience podcast: S1. Episode 5: Influence With the digital proliferation taking place before our eyes, the influencer isn't going away anytime soon. And this offers us another way to get to our audience in an authentic way. In this episode, Paul Kelly...
Podcast S1. Episode 6: Disruption and creators
Disruption and creators Digital and social content creators have expanded beyond the 'influencer'. Entertainers, artists and brands alike are collaborating to cross-pollinate and create new audiences for all content irrespective of form. In this episode, Dr. James...
Podcast S1. Episode 7: What is the new model?
What is the new marketing model? Gone are the days when brands could build a product and then find (or buy) an audience for that product. Nowadays, audiences' needs and wants must be part of the product or brand that is being communicated. In this episode, Dr....
Podcast S1. Episode 8: Where do we start with ‘Audience First’?
Where do we start with 'Audience First'? Data allows for observations that drive brilliant ideas. It is easy to become over-reliant on data, or misuse it to replace creative thinking. In this episode, Dr James Piecowye and Paul Kelly discuss where data provides...
Podcast S1. Episode 9: How do we start?
How do we start? Understanding the framework that results in audience understanding follows the well-known path of; identify, monitor, track, reference, segment, and plan. Getting the right data is imperative to using this framework. In this episode, Paul Kelly...
Podcast S1. Episode 10. Scaling Audience First
Scaling Audience First We can discuss scale in 2 ways; firstly scale of data; and how that impacts insight and scalability of the reachable audience as a result of that insight. In this episode, Dr. James Piecowye discusses with Paul Kelly how better decisions are...
Podcast S1. Episode 11. Talking to Arabic audiences
Talking to Arabic audiences Language is the cornerstone of communication and essential not only to communicate with but also in understanding data of audience sets. In this episode, Paul discusses how there is a surprising lack of data analysis in the native...
Podcast S1. Episode 12. Why do we need to go this way?
Why do we need to go this way? Change is difficult for any team or organisation, and is often associated with high cost. In this episode, Paul Kelly discusses the need to incorporate change to increase profit and how essential shifting to audience first...
Podcast S2. Episode 1: Data v’s insights. How audience intelligence drives marketing efficiency.
Data v's insights. How audience intelligence drives marketing efficiency. Welcome to the first episode in the second series of 'Know your audience' mini-cast. Paul and James re-introduce the concept of audience-first marketing, and how data can be used for a better...
S2. Ep 2: Evolving consumer data analysis & how to apply it to your marketing
Evolving consumer data analysis & how to apply it to your marketing From data collection to intelligence. Paul and James dive deeper into the application of audience-first marketing, and how data can be used for better communications, product planning, business...
Podcast. Season 2. Ep 3. How AI helps us in audience intelligence
How AI helps us in audience intelligence What does audience intelligence mean for the insights drawn from it? In this episode, Paul and James discuss understanding sentiment accurately and how it can unlock insight at scale. When you can understand how people...
Podcast. Season 2. Ep 4. The importance of AI and technology for modern brand building.
The importance of AI and technology to modern brand building. In this episode, James and Paul talk about how technology and particularly AI have made consumer-led research and insights accessible to a wider range and size of business. In a world where...
Podcast. Season 2. Ep 5. What is natural language processing? A beginner’s guide to AI.
What is natural language processing? A beginner's guide to AI. What is AI exactly, and how do we use it every day? Paul Kelly (D/A) and Dr James Piecowye (Zayed University) are joined by Diego Moreno, a senior data scientist for D/A to discuss what AI means, how we...
Podcast. Season 2. Ep 6. The importance of language in Data Science
The importance of language in Data Science In this episode, Paul Kelly (D/A) and Dr James Piecowye (Zayed University), with Reem Elmahdi, a Data Scientist at D/A dive into the topic of Data Science practices and how it enables us to analyse data beyond libraries...
Podcast. Season 2. Ep 7. Understanding the basics of market research, human rationality and how it affects consumerism.
Understanding the basics of market research, human rationality and how it affects consumerism. In this episode, Paul and James along with Faisal Khan (VP Products at D/A) explore and discuss the basic understanding of market research and how the rationality of...
Podcast. Season 2. Ep 8. Market Research & Technological tools: Are we in tune with the times?
Market Research & Technological tools: Are we in tune with the times? James and Paul with the thoughts of special guests Faisal Khan (VP of products, D/A) discuss how technology have both advanced and democratised data and insights for organisations globally....